Marketing to Youth

Reaching a young audience

Marketing to Youth


Case Study

Evian baby & me
European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Evian, the bottled water brand, communicated the brands' connection to the benefits of being young to influential professionals in Belgium, France, Switzerland and the UK.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Philips, an electronic shavers brand, used a combination of video stories to launch a new product and increase relevance amongst men aged 15-25 years in France, the Netherlands and Germany.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Unilever launched Axe Apollo as an aspirational male grooming product that targeted males (18-20 years) in Germany, Austria and Switzerland who were seeking dating confidence.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study shows how Coca-Cola, the soft drinks manufacturer, reversed market share decline through its 'share a coke' campaign in several central & southern European countries.


European Association of Communications Agencies, Bronze, Euro Effies, 2014

This case study describes how Universal Music, a record company, promoted artist Avicii with a participatory campaign which invited 'bedroom producers' to collaborate with Avicii on a new single.


Sindy Chapa and Enrique P. Becerra, Journal of Advertising Research, Vol. 54, No. 3, 2014
The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States. It included the case of the 2008 presidential campaign as well as a simulated experiment performed two years later for a cross-validation purpose.

Simon Chadwick and Reg Baker, ESOMAR, Congress, Nice, September 2014

This paper explores what attracts milliennials to working in market research, and how the motivations of this group, and not just technology, are changing the industry.


Simona Sbarbaro and Giuseppe Tonolini, ESOMAR, Congress, Nice, September 2014

This paper sets out how Luxottica, the eyewear company, used a 360-degree research program in seven countries to connect with Millennial consumers and drive its future brand strategy.


Shibani Nayak, Sumeli Chatterjee, Rahul Mullick, Sushma Panchawati and Gitanjali Ghate, ESOMAR, Congress, Nice, September 2014

This paper reveals the research methodology and findings of MTV's annual youth study in India, for which the music and entertainment TV channel wanted a deeper engagement across a wider group of young Indians.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"